Fresh Solutions Network invests in digital programs to support local growers

freshsolutionsStudies show that 70-80 percent of people research a company online before making a purchase. Shoppers search to find information about their potential food purchases in addition to the companies that produce it and what they stand for.  Consumers want the information quickly, efficiently, and with engaging details.

To respond to the growing importance of this information, Michael Family Farms debuted a new website for its Midwest farm and its Side Delights potato products. The new site is welcoming, highly functional and easy to navigate. Website visitors will find a full spectrum of product details, nutritional information, recipe suggestions, food safety, and other news.  The Side Delights lineup has a dedicated section so consumers can dig deeper into each grouping to learn more or link instantly to other products and topics of interest.

Fresh Solutions Network created Side Delights in 2014 as a national brand that would unify all of the most popular fresh potato segments under a single name that consumers would easily remember and instantly associate with superior quality.  More importantly, establishing the Side Delights master brand benefits retailers and foodservice operators alike by giving them a full line of fresh potatoes with strong consumer awareness that they can stock and promote to draw traffic and increase sales volumes.

Michael Family Farms and Fresh Solutions Network have partnered together on a “Grown Where it Matters” campaign, which connects farmers in the network with their regionally relevant market. As consumers engage with the story and history of the local farm, they understand how the sustainability practices and passion of the farmer result in a better-tasting, higher-quality potato.  As part of this campaign, Michael Family Farms will soon be using Kwik Lok tags on their potato bags that invite consumers to check out their 360-degree farm video and farmer podcast supporting their locally grown produce.

“During this time of social distancing, both digital connectivity and healthy eating have become increasingly important,” said Kathleen Triou, president and chief executive officer of Fresh Solutions Network. “As a family-owned local farm, the Michael family felt it was important to move forward with the release of this site now during the crisis so their customers in the Midwest will get the opportunity to learn about the potatoes, the family and their company values — from their homes.”

“With the launch of our new website, we provide a destination that benefits current and potential customers,” said Kathy Sponheim-Michael, vice president of sales and marketing of Michael Family Farms.  “Consumers benefit from being able to easily access everything they would want to know about potatoes grown in the Midwest and about our family farm in one place; retailers benefit from the increased awareness and purchase intent that a compelling digital brand experience delivers, and the grower-shipper partners who make up the Fresh Solutions Network benefit from having consumers and retailers learn more about the great potatoes they market under the Side Delights brand.”

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